Prêt progress

India's couture houses are now offering super affordable prêt lines

A Tarun Tahiliani tunic for Rs 3,900? Come spring/summer 2013, and this unlikely combination will make its debut as Tarun Tahiliani joins the growing clique of high-profile couturiers who’re now reaching out to more modest bank accounts.

Tarun’s diffusion line includes translucent tunics, lungi skirts, draped dresses and dhoti pants, but more interestingly, comes without the usual six-figure price tag will be available in his flagship stores in Mumbai, Delhi and Hyderabad.

"As an Indian couture house, we need to be more accessible to the changing demographic," Tarun tells VOGUE. "This line is perfect for anyone who is over 20-years-old." There're even a few TT saris starting at Rs 29,400.

Prices range from Rs 31,000 to Rs 40,000, and Pernia argues that this is still far more pleasing to the pocket than the designer’s usual fare.

“There was a strong demand for something accessible from these aspirational designers. Rs 30,000 is still a lot of money, but it’s nothing compared to Rs 100,000, which is what his saris usually sell for," Pernia explains, adding that the online collection has been created especially for this target audience, as opposed to just being discounted items from a previous line.

Next on her wish list is Rohit Bal, who has already experimented with this format on shopping portal Fashionandyou.com. He created a special festive line that premiered around Diwali on the website. According to Aasheesh Mediratta, director of sales for Fashionandyou, the demand for reasonably priced designer ethnic wear has been overwhelming.

"We tied up with Tarun Tahiliani as well for exclusive lines, and discussions are still on with more designers," he reveals.